CUPRA and SEAT have appointed Marcelino Villalobos as Brand Director for Ireland. At 34, he becomes one of the youngest brand leaders within the global Volkswagen Group. He brings more than seven years of international experience with SEAT S.A., during which he consistently delivered commercial growth and expanded the brands’ footprint across multiple regions.
The appointment is a strategic move to accelerate growth and electrification in one of Europe’s most dynamic automotive markets. Before taking up the role in Ireland, Villalobos served as Regional Sales Manager for CUPRA and SEAT across Italy, the Netherlands, Luxembourg, the United Kingdom and Ireland, where his leadership strengthened the brands in highly competitive environments. Earlier in his career he oversaw sales operations in Austria, Switzerland and Poland, and led development projects in the Middle East and other emerging markets with a focus on innovative mobility solutions.
CUPRA says the move reflects its commitment to challenge industry norms and shape the future of performance and electrification in Ireland. Under Villalobos, the aim is to present a clear vision for mobility that blends progressive design, advanced technology and a passion for driving.
Commenting on his appointment, Villalobos said that working in the automotive industry is the realisation of a childhood dream. He described himself as passionate about everything on two and four wheels and said he is thrilled to bring that energy to Ireland. He also thanked the Irish team and dealer network for their warm welcome, adding that there is an exciting opportunity to shape two dynamic brands, challenge convention and deliver the vehicles Irish drivers really want.
Volkswagen Group Ireland chief executive and group managing director Pierre Boutin welcomed the appointment. He said the company is delighted to have Villalobos join as Brand Director for CUPRA and SEAT in Ireland and praised his combination of strategic insight, international experience and enthusiasm for automotive innovation. Boutin said Villalobos’s dynamic leadership and proven track record make him exceptionally well suited to drive growth and electrification in Ireland. He expressed confidence that Villalobos will inspire teams, energise the dealer network and connect with Irish drivers in bold and meaningful ways.
